IL HB5323

Requires businesses using personalized algorithmic pricing to display the disclosure "THIS PRICE WAS SET BY AN ALGORITHM USING YOUR PERSONAL DATA" clearly and conspicuously alongside any advertised price

Defines personalized algorithmic pricing as dynamic pricing set by algorithms using personal data that identifies or could be linked to a specific consumer or device

Exempts insurance companies, financial institutions subject to the Gramm-Leach-Bliley Act or Illinois Banking Act, and subscription-based pricing that offers consumers a lower price than their existing contract

Violations constitute unlawful practices under the Consumer Fraud and Deceptive Business Practices Act, with enforcement authority granted to the Attorney General

Takes effect immediately upon becoming law